The media has a huge impact on the way people think, feel and act in society. The media sets standards that are or are not socially acceptable for each culture. Magazines show us how to dress, TV shows show us how to act, and advertisements show us what to buy. More importantly, the media encourages us to continue living in a patriarchal society in which men are considered the more powerful sex, resulting in women being disadvantaged in all aspects of society. Mass media is particularly harmful to women because it constructs negative perceptions of them and reinforces a set of cultural norms that allow them to integrate into society. This article will focus on the focus on women and how the tools used by the media have shaped the image of women, how they are represented and how their identity is perceived in society. The media influences its audience in many ways, one of which is advertising. People prefer to believe that they are not affected by advertising, but "the influence of advertising is rapid, cumulative and largely unconscious" (Killing Us Softly). Advertisements are everywhere: on television, on buses, on the facades of buildings, on the Internet and in the magazines we read. Mass media affects every member of society even if they don't realize it. Its reach is vast and its message seeps into the very fibers that are woven together to create a culture of misperceptions, primarily about women. While the media attempts to target every individual, the level of advertising is dictated by gender and the majority of harmful messages are geared more towards women. Women are often illustrated as inferior and "appear in more 'leaning' poses, more exaggerated and grotesque, more unbalanced and hesitant than those in the middle of paper..., independent women, it turns out that a sexually attractive woman is socially accepted and that any woman who does not belong to this category is not viewed favorably. However, products eventually break and “beauty” inevitably fades as standards constantly change. In conclusion, media is a people business and like any business, its goal is to create opportunities to generate profit. The problem lies in the way the media treats women as products rather than as human beings worthy of dignity, individuality and respect. The media uses discrimination, objectification and dehumanization to change women's bodies. This results in increased low self-esteem and dangerous body modification procedures. As long as women's bodies continue to be shunned instead of celebrated by the media, these negative consequences will persist...